CRM managers ‘lack the data and strategy to communicate with customers effectively’

Fewer than one in five (17%) CRM managers believe that their CRM work is clearly contributing to their company’s revenue, according to new research.

The survey of 500 leading CRM managers released today by marketing technology company Wiraya, revealed that CRM is perceived as a key business driver for over 30% of businesses, yet many lack the clear direction and customer insight to support their goals and create direct profitability for their business.